A 32-year-old shoe shop has been saved from closing its doors after going viral on TikTok.
Videos showcasing The Rich Collection Bella Italia’s Y2K-era, Carrie Bradshaw-style heels, attracted millions of views, drawing flocks of shoe-lovers eager to buy owner Rachid Lazraq’s Italian leather shoes and matching bags.
In the 1990s, The Rich Collection was one of many independent shoe shops lining Hackney Road. But Shoreditch’s rapid gentrification has meant store after store has been replaced by cafés, chains and larger brands.
Inspired by a French content creator who initially posted about the closing-down sale, Rachid’s daughter, Zineb, began posting TikToks of her own, introducing a new generation to the shop’s colourful kitten-heals, mules and sling-backs.
Now, The Rich Collection, Shoreditch’s last independent shoe shop, is staying open. Rachid said: “I really want to stress a big thank you to all the supporters, all the viewers. They don’t want me to close, they want me to carry on.”
Find out more in the video below:
Featured image credit: Roxana Diba
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